Assessing ITP’s Effect On Adobe Analytics Data

You’re probably wondering: How have all of these changes affected my business’s data?

Fear not, Adobe has your back. When ITP came for JavaScript cookies in February of 2019, we released to help customers begin to migrate to a CNAME, server-side set first party cookie. When ITP then limited the length (and usefulness of cookies set via CNAME) at the end of 2020, Adobe began developing new technologies and strategies to mitigate the effects.

Ah, there it is.
Turn this on, you’ll thank me later
Did you know Workspace templates are listed under the Reports area now?
18% of Visitors are using an ITP-affected browser
Hopefully your site is stickier than mine
The increase in UV’s has caused a decrease in Conversion Rate.
The increase in UV’s is evident in the significantly decreased Visits / Visitors metric.
The trending of ITP and Non-ITP browsers is similar and consistent, helping ensure the Visits / Visitors metric continues to be reliable.
This customized Freeform Table shows how Visit and Conversion Retention appears to lean heavily on shorter days between visits, when in reality ITP is causing cookies to reset, decreasing the average days since last visit for ITP browsers.
Non-ITP data can be analyzed without any concern for unusually short 1st party cookie expirations.
Note how my Page Views / Estimated UV of 5.6 is closely aligned with the Non-ITP Page Views / Non-ITP UV metric of 5.5 in the previous section.
The four key ITP-related segments are provided for you.



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Eric Matisoff

Eric Matisoff


As Principal Evangelist for Data Science and Analytics at Adobe, Eric works with the best analytics products and customers in the world!